Vol. 13 No. 2 (August 2017)
 
  The Third Special Issue on Marketing Theory and Applications in the Digitalization Economy  

 

Guest Editor: David Chen  
     
1.  Understanding the Antecedents of Individuals Intention of Using Cloud Services  
  Shui-Lien Chen, June-Hong Chen, and Shiou Chi Chang  
 

Abstract                        Full text - PDF

 
     

2.

Consumer Socially Sustainable Consumption: The Perspective toward Corporate

 

  Social Responsibility, Perceived Value, and Brand Loyalty  
Hsiu-Hua Chang
  Abstract                        Full text - PDF

 

     

3.

The Role of Utilitarian and Hedonic Values on Users’ Continued Usage and

 

  Purchase Intention in a Social Commerce Environment  
  Wen-Kuo Chen, Dong-Shang Chang, and Chun-Cheng Chen  
  Abstract                        Full text - PDF

 

     

4.

Exploring the Effect of TV Sponsorship on Sponsor Brand Commitment in an

 

  Emerging Economy  
 

Truong Hoang Anh Tho, Chih-Hung Wang, and Ya-Yun Tang

 
  Abstract                        Full text - PDF

 

     

5.

Economic Benefits of Improving the Quality of Cultural Heritage Sites

 

Chih-Cheng Chen and Chun-Hung Lee
  Abstract                        Full text - PDF

 

     
     
   

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